Thank You Mom’s “Strong”: P&G’s Powerful (and Dark) Two-Minute Tribute to Mothers

As Olympians finalize their preparations for the 2016 Rio Olympics, parents of Olympians too are gearing up for the emotional roller coaster. At times, mothers can have an outsized impact on the development of their children – think Duke Ellington, Richard Nixon or Norman Bates.

Thank you Mom Strong 1

In homage to one of their biggest customer segments, global fast-moving consumer goods company, P&G, has continued its “Thank You Mom” campaign, launching one of its most talked-about commercials two months ago. Hollywood director, Jeff Nichols, was hired to create its flagship commercial as a run-up to the Games. And while he took an uncharacteristically dark turn in theme, the commercial proved to be a viral hit.

Thank you Mom Strong 2

The 2-minute commercial, Strong, tells the stories of athletes whose mothers protected them, sheltered them, comforted them during difficult or even dangerous times: a tornado, a car crash, air turbulence, bullying.

Yes, there are violins that help pull at your heartstrings.